• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Focus Groups
Focus groups

Popular in social science research and communications studies, as well as in marketing, advertising, public opinion and public relations, focus groups involve a topic-based discussion led by a moderator (the researcher).

They offer a qualitative method of data gathering and can produce extremely rich and interesting results. This technique differs from key figure interviews in that it is the ways in which the group discusses the issues that provide the most insight, rather than the views that specific individuals express. In a strict methodological sense, this technique also differs from some market/public opinion research strategies using group discussion – sometimes known as Delphi groups or consensus groups – that aim to produce a specific outcome, in that it is the process of discussion that ...

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